Rapala Continues To Grow Elite Ice Force Brand

Rapala forms strategic marketing alliance with Polaris Industries

Minnetonka,
Minn. - Rapala, the world's
favorite fishing lure and Polaris, the recognized leader in the powersports
industry, have formed a strategic marketing partnership, further elevating
Rapala's Ice Force, which serves the ice fishing market.

This partnership completes Rapala's fifth business alliance
with a Minnesota-based company throughout 2012, adding the renowned Polaris
brand to Rapala's industry leading Ice Force line of products, the dominant
brand in the ice fishing industry.

"The ice fishing industry is a large and growing
market," Tom Mackin, president of Rapala USA, said. "Polaris is synonymous
with ice fishing enthusiasts as the top brand for getting them and their gear
on and off hard water. This partnership is the perfect addition to our premium
Ice Force brand."

"Over the years, Polaris has evolved its offerings and has
become number one in the off-road industry with the best and most-innovative snowmobile,
ATV and side-by-side offerings," Marc Hoffman, corporate marketing manager
at Polaris, said. "We are excited to partner with the iconic Rapala brand and
its prominent Ice Force line of products. This is the perfect marriage of
premium brands serving frozen water fishermen."